Winning Strategies for Reaching SNAP Shoppers

SUMMARY

WINNING STRATEGIES FOR REACHING SNAP SHOPPERS

Participants in the Supplemental Nutrition Assistance Program (SNAP) represent 16% of U.S. households and more than 44 million people. While these shoppers account for 12% of total omnichannel dollar sales, their recent contribution to total dollar sales growth has been much larger.

IRI's report, "Discovering Pockets of Demand Part 7: Winning Strategies for Reaching SNAP Shoppers," provides the latest details on evolving SNAP benefits, the shoppers who receive them, and the best ways to support and win with this valuable shopper demographic.

Highlights:

• SNAP shopper demographics are becoming increasingly varied, as are the factors influencing program participation.
• Online purchasing options have changed SNAP shopper behaviors and created lucrative new retailer opportunities.
• SNAP shoppers show a preference for national brands and also account for more than 40% of private label purchases across many categories.
• Reaching these consumers successfully requires a holistic approach that includes education, solutions, innovation and engagement.
• Options such as small pack sizes, bundled occasion-based solutions, imperfect produce and product innovations can help SNAP shoppers combat inflation.
• Educational and promotional programs that assist SNAP shoppers in eating healthy on a budget are critical.
• Ongoing digital and promotional engagement with SNAP shoppers is key for strengthening loyalty and retention.

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